Peroni: Live la Dolce Vita
[Brand Building | Events | Product Launch | Food & Beverage | 2006]
Italian beer
Embraced by the fashion set
This round's on us, woo
M&F was tasked with creating consumer and media buzz around the official U.S. launch of Peroni Nastro Azzurro Beer,
by making the brand's desired association with the fashion world a credible proposition. Cognizant of the fickleness of
the fashion world - and its collective ambivalence about beer - the agency took the brand to market by demonstrating
Peroni's commitment to the industry in a meaningful way by seeding the right kind of buzz among key fashion influencers.
M&F leveraged the existing advertising spend and carved out relationships with organizations, businesses, fashion
brands and a charity that mattered to the fashion world, to set the stage for a "summer of style" in New York that combined
integrated sampling opportunities with targeted PR in fashion and lifestyle press. A massive A List launch event - attended
by more than 220 members of the media - brought the brand's stylish Italian provenance to life in a campaign that evoked
the spirit of "La Dolce Vita".
